Abstract
In the banking sector, the brand is a strong intangible asset of a bank that makes the differences and increases the chances of success. Banking services is changing rapidly as customers becomes more demanding, and the markets more competitive. Customers’ decision on banking choices is not only tangible with physical factors but also psychological and emotional factors. This paper aims to study a model of brand equity of commercial banks in Vietnam, from the perspective of customers and the proportion of its components contributed to the value of the brand equity. The findings potentially indicate that “Brand Image” is the most important component of “Brand Equity”. Therefore, commercial banks should develop strategies to promote the bank's brand image, conveying the bank's intrinsic value to customers.
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